How media portrays your country, and how policy makers in other countries perceive your government can negatively or positively impact your government's foreign relationships, trade agreements, potential sanctions, alliances, foreign direct investments, and access to the international market, debt and the international community

Many governments invest heavily in public relations, marketing and lobbying to sharpen their image and to build a perception that reflects a respected international player. Such efforts are conducive to attracting foreign direct investments, respected partnerships, and  promote the country as a destination to consider for industry, opportunity, tourism, agriculture or more..